Creating live-lasting moments
For Sportpaleis Group - one of Belgium’s largest live-entertainment groups that connects Sportpaleis, Lotto Arena, Stadsschouwburg, Capitole Gent, Vorst Nationaal, Trixxo Arena, Trixxo Theater and Proximus Pop-up Arena - we created a new name and energetic branding. The name be•at is a literal call to be at one of the 8 venues of the group and to be part of unforgettable live experiences. With the new identity we unite the iconic arenas and theaters under the new group brand be•at, while maintaining their uniqueness.